```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F4FE86Tb5TJW0YIP7gSE9dkRJkJn2%2FfIYURUbqPBMzM5phFvZ9%2F7ba7546f-06fb-47bd-82d3-f9255a6159ad.png?alt=media&token=90583f1b-6bd5-45ac-a4bc-b223faef85cc","id":"7ba7546f-06fb-47bd-82d3-f9255a6159ad","width":2800,"height":1800,"filename":"1.png","type":"image/png","caption":"","border":false}]}
```

Initially published on [Behance](https://www.behance.net/gallery/206134487/Parington-labs-Intelligence-assessment)

---

> Parington labs is a web app, that allows users to receive a detailed intelligence assessment, check their IQ and get useful tips.

### Why Intelligence assessment?

This niche was discovered by chance. My co-founder took a similar test online and got interested in the industry. He had previous experience working on a mental health product, which was quite similar.

We’ve conducted market research and calculated the unit economy — everything matched up. It was a growing marketing with a healthy dose of competition.

After a few months of testing and talking to users, we realised that the system we’ve built has a great potential for a few adjacent markets with more concrete user jobs. Moreover pivoting, won’t require almost any extra development costs, and all the changes and insights we gathered would also be applicable.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F4FE86Tb5TJW0YIP7gSE9dkRJkJn2%2FfIYURUbqPBMzM5phFvZ9%2F5dae675e-9e3c-402a-89ac-ff9b39862087.png?alt=media&token=ded44a07-30e4-426d-96cf-d2f40bc3645e","id":"5dae675e-9e3c-402a-89ac-ff9b39862087","width":1300,"height":1344,"filename":"2.png","type":"image/png","caption":"","border":false}]}
```

Live → *[Paringtonlabs.com](http://Paringtonlabs.com)*

---

**2 months of itterations in numbers**

`↓ 5.1x` CAC — *Achieved by optimising the flow and the marketing campaign*

`61%` Activation rate— *For our product activation equals test completion*

`↓ 72%` Technical churn — *By addressing payment failure with email drip campaign*

---

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F4FE86Tb5TJW0YIP7gSE9dkRJkJn2%2FfIYURUbqPBMzM5phFvZ9%2F54b3324d-eea7-48f7-bac6-913fe07b199f.png?alt=media&token=2ba9b899-922e-4ddf-8799-c3007eb42221","id":"54b3324d-eea7-48f7-bac6-913fe07b199f","width":2804,"height":1388,"filename":"3.png","type":"image/png","caption":"MVP timeline","border":false}]}
```

### Tech stack

I’ve started building the product myself, using primarily low-code tools. However pretty soon I’ve encountered problems and hard limitations with form and algorithm handling. It made more sense to invest resources into a more flexible foundation.

> *Moreover Webflow literally took me 2x more time then writing HTML + CSS. With a far worse quality*

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F4FE86Tb5TJW0YIP7gSE9dkRJkJn2%2FfIYURUbqPBMzM5phFvZ9%2Fad063116-5027-42ab-9cd2-2750cbcf54b3.png?alt=media&token=e2f21262-13b8-452d-a0f2-c87338a2cf6e","id":"ad063116-5027-42ab-9cd2-2750cbcf54b3","width":1301,"height":672,"filename":"4.png","type":"image/png","caption":"","border":false}]}
```

---

## Branding & Positioning

From the very beginning, I wanted to create a versatile product that could be adjusted to other domain if need be.

With a lot of similar “tech startuppy-looking” or straight-up antiquated products flooding the market, I wanted our brand to stand. My hypothesis was that a smart look and feel would positively set us apart from the competition.

> *Key visual reference is a modern, but welcoming science laboratory. I wanted us to look modern, but established.*

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F4FE86Tb5TJW0YIP7gSE9dkRJkJn2%2FfIYURUbqPBMzM5phFvZ9%2F00cb4de9-2efe-4c92-9993-f916f64f9e8c.png?alt=media&token=67a4dc27-38d4-48f6-a506-9a3342323d01","id":"00cb4de9-2efe-4c92-9993-f916f64f9e8c","width":2594,"height":1525,"filename":"5-1.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F4FE86Tb5TJW0YIP7gSE9dkRJkJn2%2FfIYURUbqPBMzM5phFvZ9%2F05f4d733-f6b9-45a5-bdad-07e2a2f48e91.png?alt=media&token=acac819f-648b-4054-b3b9-b9d40606a724","id":"05f4d733-f6b9-45a5-bdad-07e2a2f48e91","width":2594,"height":1526,"filename":"5-2.png","type":"image/png","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F4FE86Tb5TJW0YIP7gSE9dkRJkJn2%2FfIYURUbqPBMzM5phFvZ9%2Fde151c19-0cc1-44df-b4c5-f466a1a0af44.png?alt=media&token=5d5d7c83-45d8-4778-9908-652c289d8622","id":"de151c19-0cc1-44df-b4c5-f466a1a0af44","width":1260,"height":1434,"filename":"6.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F4FE86Tb5TJW0YIP7gSE9dkRJkJn2%2FfIYURUbqPBMzM5phFvZ9%2F680f8f04-0af1-4c61-bafd-ebdd815aabb3.png?alt=media&token=20e70788-f68e-4d50-9918-08c85a4b0290","id":"680f8f04-0af1-4c61-bafd-ebdd815aabb3","width":1260,"height":1434,"filename":"7.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F4FE86Tb5TJW0YIP7gSE9dkRJkJn2%2FfIYURUbqPBMzM5phFvZ9%2Fe365976c-4b77-4ff6-9aac-226d57cab5ce.png?alt=media&token=0dbecacc-cd0c-404b-aacd-ba74830b13cc","id":"e365976c-4b77-4ff6-9aac-226d57cab5ce","width":2600,"height":1436,"filename":"8.png","type":"image/png","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F4FE86Tb5TJW0YIP7gSE9dkRJkJn2%2FfIYURUbqPBMzM5phFvZ9%2F5dfeabad-0819-410b-a44f-02ca8f777e94.png?alt=media&token=52ccd7db-9053-4757-82ff-4dd96d3f9a7d","id":"5dfeabad-0819-410b-a44f-02ca8f777e94","width":1970,"height":1600,"filename":"9.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F4FE86Tb5TJW0YIP7gSE9dkRJkJn2%2FfIYURUbqPBMzM5phFvZ9%2Fd857b0e6-4c1e-4bac-aec3-5823a2d6f0ab.png?alt=media&token=951f8a0e-ea83-47b8-b0ea-ff1ce7faa9b4","id":"d857b0e6-4c1e-4bac-aec3-5823a2d6f0ab","width":1601,"height":628,"filename":"10.png","type":"image/png","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F4FE86Tb5TJW0YIP7gSE9dkRJkJn2%2FfIYURUbqPBMzM5phFvZ9%2Ffff7f0bc-f19d-4b87-9fb5-729ae6862441.png?alt=media&token=0875f761-e65a-40db-8088-9838f81103a0","id":"fff7f0bc-f19d-4b87-9fb5-729ae6862441","width":1077,"height":830,"filename":"11.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F4FE86Tb5TJW0YIP7gSE9dkRJkJn2%2FfIYURUbqPBMzM5phFvZ9%2Fca5ef104-0c1c-46a4-bacb-792b67ad1208.png?alt=media&token=ff6a6b1c-def8-41ff-b1d2-8893de071270","id":"ca5ef104-0c1c-46a4-bacb-792b67ad1208","width":1523,"height":1076,"filename":"12.png","type":"image/png","caption":"","border":false}]}
```

---

## Micro design system

The product is rather small and simple. However, I still wanted to lay out some ground rules and create a baseline structure. Even if it were to change dramatically, i’d still prefer the ease of working with a structured component library.

The design systems hosts the necessary UI elements: buttons, fields, cards, etc. As well as the layout guidelines and some bigger common components and states.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F4FE86Tb5TJW0YIP7gSE9dkRJkJn2%2FfIYURUbqPBMzM5phFvZ9%2F7f03f50f-2d85-4419-a7b4-207cb5a36c8f.png?alt=media&token=ee71fe8b-6ace-4a78-ae18-a40ae8f78fa9","id":"7f03f50f-2d85-4419-a7b4-207cb5a36c8f","width":1523,"height":1863,"filename":"13.png","type":"image/png","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F4FE86Tb5TJW0YIP7gSE9dkRJkJn2%2FfIYURUbqPBMzM5phFvZ9%2Fe16f14e5-896c-41a9-a403-8e0fa14cada4.png?alt=media&token=0ca89a6b-a019-4e8d-802e-287d676c1b00","id":"e16f14e5-896c-41a9-a403-8e0fa14cada4","width":1078,"height":1863,"filename":"14.png","type":"image/png","caption":"","border":false}]}
```

---

## Index page

Home page’s main purpose is to funnel prospective customers to the IQ test. I’ve included few visual elements to provoke user interest, as well as outlined core benefits of taking the test here.

`80%` CTA Conversion — *Conversion to starting the IQ test*

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F4FE86Tb5TJW0YIP7gSE9dkRJkJn2%2FfIYURUbqPBMzM5phFvZ9%2F694a8439-67cb-4eed-a05b-31c89b633fd5.png?alt=media&token=692a4b3c-b855-4e01-9021-6f745c62b306","id":"694a8439-67cb-4eed-a05b-31c89b633fd5","width":2640,"height":1600,"filename":"15.png","type":"image/png","caption":"","border":false}]}
```

---

## Prep page

> Before the user starts the test — we display the explainer prompt.

This way the user has time to prep before starting the test, as well as gets a run-down of possible actions. This all improves the assessment quality and the experience. If the user feels that something interfered with the test — he is far less likely to trust the result.

The influence of adding an extra screen on test start conversion rate is negligible, however it does dramatically increase the percent of test finishes.

`↑ 11%` More test finishes — *With just 3.8% drop from home to the test start, adding the prompt allowed to increase overall test-completion rate to 73%*

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F4FE86Tb5TJW0YIP7gSE9dkRJkJn2%2FfIYURUbqPBMzM5phFvZ9%2F98244a53-7dee-4957-9178-7816aabf750c.jpg?alt=media&token=6006fe27-b43d-431f-a5c1-7df64ae3a4fe","id":"98244a53-7dee-4957-9178-7816aabf750c","width":2498,"height":1523,"filename":"16.jpg","type":"image/jpeg","caption":"","border":false}]}
```

---

## Quiz page

> For the actual quiz page it was important to create an intuitive interface with minimal UX writing.

To keep the test independent from cultural background — it is important to remain as non-lingual as possible. Moreover adding extra complexity distracts the users.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F4FE86Tb5TJW0YIP7gSE9dkRJkJn2%2FfIYURUbqPBMzM5phFvZ9%2F852690a9-2583-42b2-92a2-0ff5a42c5b9f.png?alt=media&token=8f2e39f5-539a-4e95-94f6-8798b4cb2952","id":"852690a9-2583-42b2-92a2-0ff5a42c5b9f","width":2880,"height":2003,"filename":"17.png","type":"image/png","caption":"","border":false}]}
```

### Questions

Test consists of 60 questions (formerly 30\*), with 6 options per each, displayed in random order. Questions cover 4 different cognitive abilities, and 3 different difficulty-levels.

*\* – Adding more question improved test precision, increased the user trust, and improve the payment conversion rate.*

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F4FE86Tb5TJW0YIP7gSE9dkRJkJn2%2FfIYURUbqPBMzM5phFvZ9%2F536bf3c2-c14e-4daf-b8bc-8921cd956ab4.png?alt=media&token=1db49dc1-6392-4145-8b6f-5f83b7c6cf34","id":"536bf3c2-c14e-4daf-b8bc-8921cd956ab4","width":1519,"height":1523,"filename":"18.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F4FE86Tb5TJW0YIP7gSE9dkRJkJn2%2FfIYURUbqPBMzM5phFvZ9%2F07004bee-f487-478c-b81b-85ccadd28706.png?alt=media&token=0c6d3be6-1c20-4173-a1e0-a90effe18191","id":"07004bee-f487-478c-b81b-85ccadd28706","width":1077,"height":1523,"filename":"19.png","type":"image/png","caption":"","border":false}]}
```

---

## Result loading page

> While it actually takes some time to calculate the results, it wouldn’t require an actual loading bar :)

\- Builds up user anticipation about the cognitive skills \
\- Collects the users name for later use for certificate, report, and pricing page personalisation.

**Input configuration**

We’ve A/B tested different input configurations: just name and just email, name and email together and no fields at all. We’ve got the best results with name-only.

While using both inputs, 68% of data captured was of poor quality.\
Removing both fields hindered the checkout flow and decreased the Stripe conversion rate

`↑ 2.4x` Input quality — Increased by using the name-only configuration

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F4FE86Tb5TJW0YIP7gSE9dkRJkJn2%2FfIYURUbqPBMzM5phFvZ9%2F04bec59a-c48c-4401-9a8f-64157e16e40d.png?alt=media&token=676302d3-2d4b-4875-804b-e67b8e3d4831","id":"04bec59a-c48c-4401-9a8f-64157e16e40d","width":2640,"height":1424,"filename":"20.png","type":"image/png","caption":"","border":false}]}
```

---

## Pricing page

> Arguably the most important page to get right within our product.

We’ve decided to go with paywall monetization for our MVP, so we can funnel as much different users as possible.

With paywall, naturally, the largest drop-off happens at the pricing page. We’ve tested different configurations, added and removed elements, changed copy and structure. As well as tried different Stripe checkout configurations to make the benefits clear to the user and improve the conversions.

*This is the current page version, but it will most likely change in the near future.*

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F4FE86Tb5TJW0YIP7gSE9dkRJkJn2%2FfIYURUbqPBMzM5phFvZ9%2F6946c49b-1b13-4ef7-84bc-9d1dc6b56a20.png?alt=media&token=c2a50593-8c40-496a-bdb1-375782ee0c78","id":"6946c49b-1b13-4ef7-84bc-9d1dc6b56a20","width":1747,"height":2433,"filename":"21.png","type":"image/png","caption":"","border":false}]}
```

---

## Pdf report & Certificate

Report is were we wanted to really stand out from competition. By providing real value to the customers.

Certificate just provides the IQ score, where as the PDF report includes a lot more. It covers cognitive skills, ranks and analyses the scores, as well as provides detailed advice and tips on how to improve this cognitive skills.

`81%` Purchase a bundle — Of our users choose to purchase “full assessment” (a PDF report + Certificate bundle)

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F4FE86Tb5TJW0YIP7gSE9dkRJkJn2%2FfIYURUbqPBMzM5phFvZ9%2Fb2140f2e-0efb-4712-acac-78756b4a6aa6.jpg?alt=media&token=8d2a534f-460e-4eb1-baca-26963a38938a","id":"b2140f2e-0efb-4712-acac-78756b4a6aa6","width":1747,"height":2673,"filename":"22.jpg","type":"image/jpeg","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F4FE86Tb5TJW0YIP7gSE9dkRJkJn2%2FfIYURUbqPBMzM5phFvZ9%2Ff05447e6-c0eb-4e47-a02b-ee338d73f4f4.png?alt=media&token=5f2902db-314c-4808-a3c2-505bf8b822e5","id":"f05447e6-c0eb-4e47-a02b-ee338d73f4f4","width":1706,"height":1572,"filename":"24.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F4FE86Tb5TJW0YIP7gSE9dkRJkJn2%2FfIYURUbqPBMzM5phFvZ9%2F893779bb-9586-47cf-9405-ecb3bc8aab3e.png?alt=media&token=9d6481b7-fe69-492c-9bf6-4736881e64ae","id":"893779bb-9586-47cf-9405-ecb3bc8aab3e","width":1712,"height":2000,"filename":"23.png","type":"image/png","caption":"","border":false}]}
```

**Dynamically created**

Both certificate and pdf report are automatically generated and send to the users imediately after Stripe recieves the payment

Built using: `Mailersend` + `PDF Monkey`

---

## Google and Facebook ads

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F4FE86Tb5TJW0YIP7gSE9dkRJkJn2%2FfIYURUbqPBMzM5phFvZ9%2F463930ae-3983-4a8e-9dce-e9ccfdb6b89e.png?alt=media&token=934466f1-c4c0-410a-ab8f-83780be88369","id":"463930ae-3983-4a8e-9dce-e9ccfdb6b89e","width":2640,"height":1712,"filename":"25.png","type":"image/png","caption":"","border":false}]}
```

---

## The end... for now

This was my retrospective of what we’ve made and achieved so far. Our journey doesn’t end here. There are still a lot of new exciting things to come for Parington labs :)

*[Paringtonlabs.com](http://Paringtonlabs.com)*

Building Parington Labs

My work @Lyte

Product Designer & Founder

1. Improved, designed and led features end-to-end which improved attendance, LTV and fan experience for US music festivals and venues with up to 250K+ fans

2. With two teammates unified a huge archaic platform and created a Design system from the ground up. (with a core and 2 sub-systems: B2B & B2C).

3. Built systems and tools for Fundraising, Marketing, Sales, and Internal use. Implemented new DesignOps processes, and helped junior designers.

Features I’ve designed helped Lyte grow to $750M in reservations and boost client revenue 50-400% YoY

* Waitlist: sells up to 80% of tickets before on-sale.

* Groups: 19% adoption, with 3% churn vs. regular 18%

* Fan-to-fan exchange: Reclaims \~20% of revenue by lowering churn. 7 in 10 fans get tickets.

Senior Product Designer

Worked with Startups and SMBs from US, EU & CIS. Together with C-level and department heads determined growth opportunities and developed specific solutions. Led BizDev and provided services myself, or with a team of marketers and engineers.

Solved clients business objectives with end-to-end strategy, design and development. Core services:

Product research, brand / marketing strategy. Product and system design / workshops / visual identity / illustrations systems and web app development

Helped expand businesses to new markets, decreased CAC, Increased gross margins & lead conversion rates

Design & Strategy consultant

Got hands-on PM experience, built and discontinued own products, while burning my own money :)

Parington labs: Cognitive analysis web app  — \[ [Live](http://paringtonlabs.com) \]\
Aether: Fitness app for hybrid athletes — \[ MMP in dev \]\
Education productivity tool — \[ GTM strategy \]

Conducted essential market research, determined core user jobs and developed go-to-market strategies.

Validated hypothesis with low-code MMP’s (Minimal Marketable Product) and essential branding. After traction — co-developed the MVP (web app on React + TS + Nest JS) with a hired full-stack engineer.

Some improved metrics for Parington labs so far:\
CAC: ↓5.1x | Activation: 61% | Technical churn: -82%

Valery Rybachkin

Work Experience

Contact